In jumping on the content marketing bandwagon, many companies fail to apply key connections that transform content marketing into lead generation and sales. Apply these concepts taken from various PR and marketing pros to assure your content marketing strategy doesn’t fall short.
Are you doing it wrong?
A great piece of advice from David Thomas: You don’t have to create everything that you publish. He suggests stepping into the curator role once in a while and publish a weekly post of the best content created that week (by other people). Also among the 8 Content Marketing Principles Most Companies Get Wrong are:
- Content should serve the audience, not the company
- Volume and speed trump perfection and polish
- Content is wasted without a call to action
Running out of ideas
Treasure is buried deep, so play therapist with yourself now and then, and ask the deep and meaningful questions that unearth it. — Peter Shallard
Once you’ve bought into the key principles, then you have to create relevant content. How to Find More Content Ideas Than You’ll Ever Be Able to Write explains how to mine a rich vein of content ideas with three questions.
1. What questions in your industry is no one willing to answer?
2. About what does nearly everyone disagree with you?
3. What do you believe will happen in the future that other people consider impossible or unlikely?
Answer these and you’ll fulfill the first principle of content marketing: serve the audience, not the company, Peter Shallard promises.
To assure you’re meeting high quality standards for content marketing articles, you can refer to The Ultimate Editing Checklist to assess articles. Consider your topic selection, article structure, writing format and supporting elements. Perhaps most important (as we all know): Headlines. Pamela Vaughan includes four questions to ponder before you publish your post:
- Is the title compelling and interesting enough to get people to click through and read on?
- Does the title accurately reflect the content within? Is it overly sensational or bombastic?
- Is the title brief and concise? (Tip: Keep in mind longer titles will get cut off in search engine results.)
- Is the title keyword-conscious without being keyword-heavy and sacrificing user experience?